Data Democratization and Rapid Testing: How Amplitude Scales Canva

Canva is an online design and publishing platform that provides user-friendly design tools for non-designers. Founded in 2012 and headquartered in Sydney, New South Wales, Australia, the platform boasts more than 60 million monthly users in 190 countries. Canva has empowered the world to design, with more than seven billion total designs created on the platform. To further develop this tool for non-designers, Canva needs to continuously learn more about their customers, for which they use Amplitude.

Canva, an online design and publishing platform, was facing a challenge in managing and utilizing its vast data. The company wanted to empower non-technical stakeholders with self-serve data to explore different areas as needed. They had a data warehouse, but the barriers to entry were too high for the average user. To grow Canva at scale, non-technical people needed to segment audiences and create funnels. It was difficult for product managers to dive into new releases and see how new features performed or get a breakdown of a funnel. Shortly after launch, the team realized the need for a more detailed product analytics solution.

Canva adopted Amplitude, a digital product analytics and growth tool, early on in their data journey. Amplitude was chosen for its superior funnel analysis and segmentation capabilities. It has an intuitive user interface and flexible event schemas that make it easy to 'slice and dice' different properties, allowing users to change dashboards on the fly and quickly see results. Amplitude empowers non-technical team members to use data to make decisions. Its use has expanded to other teams, such as engineering, design, data science, product, and growth. Amplitude also makes finding and solving problems easy. It is Canva’s primary real-time user behavior monitoring tool. As experiments roll out, the first place data is available is Amplitude—often within five minutes. This real-time monitoring and insight capability is a huge asset when monitoring critical experiments that positively affect core business metrics.

• The adoption of Amplitude has enabled Canva to democratize data and make strategic decisions based on data. It has empowered non-technical team members to use data to make decisions, expanding its use to various teams. Amplitude's real-time monitoring and insight capability has been a significant asset in monitoring critical experiments that positively affect core business metrics. In one instance, a problem was spotted within one hour of an experiment rollout. The self-serve nature of Amplitude combined with a near real-time data flow has made it easy to use data for strategic planning and to quickly change course if required. Canva is becoming more data-driven as they go, and the insights from Amplitude guide them toward the right direction for their product and customers.

• 10x faster funnel creation than with Python

• 1,340 total Amplitude users at Canva

• Nearly 350 active monthly users of Amplitude at Canva